THE ASCENT OF WOMEN’S SPORTS BETTING Taylor Howard, 1xBet’s affiliate manager, agrees whole heartedly. “TheWomen’s World Cup is always one of the biggest events in the world of sports. The global scale of the competition, the unpredictability of results, high-scoring football - all these factors make it special,” Howard said. “In 2023, the tournament will be held in July-August, at a time when there will not be many other major sporting events. Accordingly, we are sure that the number of bets on the tournament will be significant.” Spasov said that Oddspedia has also seenmore interest and an increase in traffic for women’s sports and competitions. The site now covers more than 3,000 women’s sports competitions annually, with bookmakers sending betting odds for the vast majority of them. In the past year alone, more than 800 women’s leagues across 20 different sports have been included in the betting program. The steep increase, he says, underlines the opportunities identified by bookmakers for women’s sports. But Howard pointed out that while sports betting involving women consistently attracts hundreds of thousands of players year, partly because “more and more sponsors are interested in women’s sports,” there is no evidence that women bet more actively on female athletes and women’s sports. “They bet on what they are interested in, and this can equally well be men’s or women’s events,” Howard said. So, what should sportsbook affiliates be doing in order to leverage this sharp rise in popularity and ride the coattails of the Women’s World Cup? “My advice for affiliates is not to undervalue the potential gains that can be achieved with the Women’s World Cup,” Spasov said. “The media coverage of the 2023 Women’s World Cup is going to be extensive . . . I expect it to be one of the top trending topics of the summer due to the vast outreach to sports audiences. Which in turn will drive an increase in search engine traffic. “As usual, content is king and producing unique and quality pages can bring serious results. So, to please the user’s intent, affiliates should provide engaging content, such as factual information on the history of the competition, participating teams, best players, key match dates, stats and predictions. Live coverage of the tournament will also be a key aspect for success in attracting customers and keeping them engaged.” Oddspedia, which offers an easy-to-integrate, free widget for affiliates with monetizing options and live scores and odds for all sporting events games, plans to geo-target its content and ensure that it clearly shows players correct bonus offers, enhanced odds and special bets for different countries. “Affiliates have tomake sure that they properly target their content to the local markets,” Spasov added. “As to when affiliates should start preparing content? I think to get the most out of the content, themain pages need to be online at least a fewmonths prior to the start of the tournament.” Howard reiterated that affiliates should treat the Women’s World Cup the same as any other top football tournament. “That is, prepare in advance, talking about what kind of competition and how you canmakemoney on it,” saidHoward, who added that 1XBet will, as always, provide its partners with a number of promotional materials that will help make the tournament more attractive to players. “We don’t know the team compositions yet, but in the home countries of participating teams, it’s worth appealing to patriotism. In countries whose teams will not make it to the tournament, it’s worth focusing onwhy this tournament is interesting, what are its main intrigues, plus who should be watched more closely or bet on.” “My advice for affiliates is not to undervalue the potential gains that can be achieved with the Women’s World Cup . . . As usual, content is king and producing unique and quality pages can bring serious results.” G P W A t i m e s . o r g 22
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